Tighten up those diapers and toss the pacifier, because it's game time! Offering an adorable alternative to game-day programming that features America's cutest little future quarterbacks and fans, TLC, Discovery Life Channel and presenting sponsor Mead Johnson unveil the ENFAGROW(TM) TODDLER BOWL, premiering on both networks today, February 1 at 12 PM ET and encoring at 2 PM ET on Discovery Family Channel.
ENFAGROW TODDLER BOWL follows a field of talented tots ages 1to3 as they go diaper to diaper in a series of physical challenges and brain-boosting games that represent crucial learning and growth developmental stages for toddlers. Host and
Youtube sensation Clintus McGintus will act as referee, guiding the tiny tykes through their various contests.
"Families have long been at the heart of TLC, and few things bring them together like the Big Game. Now,
TLC is getting in on the action with one of the most entertaining showdowns on television - where tears from losing players will actually be age appropriate," said Nancy Daniels, General Manager, TLC.
"Discovery Life Channel celebrates all of life's biggest moments, but even we know that, for many football fans, life stands still on game day - that is, unless there's a distracting toddler on your home team!" said Jane Latman, general manager of Discovery Life Channel. "If you're more interested in playtime than playbooks, the ENFAGROW TODDLER BOWL delivers all the rough 'n' tumble action of the Big Game but with a pint-sized dose of game-day spirit."
In the ENFAGROW TODDLER BOWL, watch as little ones hike their crawling into high gear to show what their tiny muscles are made of. The ENFAGROW TODDLER BOWL demonstrates the benefits of good nutrition while harnessing toddlers' boundless, playful energy. - And the main prize is one their parents can appreciate: naptime!
The series of challenges include:
· Quarterback Challenge
· Touchdown Dance-off
· 4-Yard Dash
· The Build and Bash
· Construction Challenge
· Bubble Break
· Speed Sorting
· Shape Shifter
Enfagrow, part of the Mead Johnson family of pediatric nutrition products, serves as the presenting sponsor for the ENFAGROW TODDLER BOWL. "Enfagrow is a nutritional drink designed to help nourish healthy brain development during the Toddler years. So, we were happy to sponsor a program that showcases both mental and physical challenges for toddlers," said Leslie Lee, Associate Director of Marketing for Enfagrow. The partnership, negotiated by Spark media agency, will feature a 360 campaign, with on-air and digital elements. Enfagrow, Discovery Communications' Ad Sales Marketing, TLC,
Discovery Life Channel and
Discovery Family Channel created custom tune-ins, which will air prior to the show, featuring the toddlers' pre-game rituals and chats with their 'coaches' before the big match. There will also be on air vignettes featuring the game highlights, immediately following the bowl. Viewers can visit TLC.com for a photo gallery of the cute toddlers in competition mode.
ENFAGROW TODDLER BOWL is produced by Discovery Studios with executive producer Rob Kerr.
About TLC
Offering remarkably relatable real-life stories without judgment, the network celebrates the reality that "everyone needs a little TLC." TLC's hit series share everyday heart, humor, hope, and human connection with programming genres that include fascinating families, heartwarming transformations, and life's milestone moments such as wedding-themed programs anchored by Say Yes To The Dress. In 2014,
TLC was a top 10 cable network with women, with 30 series averaging 1 million P2+ viewers or more, including two series that averaged 3 million P2+ viewers or more:
19 KIDS AND COUNTING and The Little Couple.
TLC is a global brand available in more than 95 million homes in the US and 303 million households in 190 markets internationally. A destination online, TLC.com offers in-depth fan sites, exclusive video content, and original editorial. Fans can also interact with
TLC through social media on Facebook, Instagram, and @TLC on Twitter as well as On Demand services and mobile platforms.
TLC is part of Discovery Communications (NASDAQ: DISCA, DISCB, DISCK), the world's #1 pay-TV programmer reaching more than 3 billion cumulative subscribers in 220 countries and territories.
About Discovery Life Channel
On January 15, 2015, Discovery Fit & Health will become
Discovery Life Channel - a network that embraces all of life's unplanned moments. Discovery Life brings viewers a kaleidoscope of human emotions and experiences through the true stories of ordinary people in extraordinary circumstances. From critical turning points to unexpected moments, Discovery Life tackles life's surprising twists and turns. The network will be under the purview of Henry Schleiff, Group President of Investigation Discovery, American Heroes Channel, Destination America,
Discovery Family Channel, and Discovery Fit & Health, with Jane Latman as General Manager.
Discovery Life Channel is part of Discovery Communications (Nasdaq: DISCA, DISCB, DISCK), the world's #1 pay-TV programmer reaching nearly 3 billion cumulative subscribers in 220 countries and territories.
About
Discovery Family Channel
Since its debut in October 2014,
Discovery Family has grown its viewership by double digits in daytime, attracting children and their parents to Hasbro Studio's popular animation programming, including MY LITTLE PONY, LITTLEST PET SHOP and TRANSFORMERS RESCUE BOTS. Available in nearly 70 million U.S. homes,
Discovery Family is a joint venture of Discovery Communications and Hasbro. The smart entertainment choice for families,
Discovery Family offers award-winning children's animation programming in Daytime with the highest-quality, real-world content that appeals to the entire family in the Natural History, Adventure, Animals and
Science genres at night.
About Mead Johnson
Mead Johnson, a global leader in pediatric nutrition, develops, manufactures, markets and distributes more than 70 products in over 50 countries worldwide. The company's mission is to nourish the world's children for the best start in life. The Mead Johnson name has been associated with science-based pediatric nutrition products for over 100 years. The company's "Enfa" family of brands, including Enfamil(R) infant formula, is a world's leading brand franchise in pediatric nutrition. For more information, go to www.meadjohnson.com.
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